California Real Estate May 2013 : Page 12
MEMBER BENEFITS | By Heather Skyler ABC, Here We Come! C.A.R.’s new consumer ad campaign: airing now on TV, radio, and more What: The Ripple Effect What starts with one California REALTOR ® , benefits all of Califor-nia. That’s the message of C.A.R.’s new consumer ad campaign to promote the beneﬁ ts of using a REALTOR ® to the public. To view the new commercials, visit http://on.car. org/173RR05 12 CALIFORNIA REAL ESTAT E • M AY 2013 Photos: (top left) Afshin Shahidi; (top right) istockphoto; (bottom) Bryon Lomas
ABC, Here We Come!
What: The Ripple Effect<br /> <br /> What starts with one California REALTOR®, benefits all of California.That’s the message of C.A.R.’s new consumer ad campaign to promote the benefits of using a REALTOR® to the public.<br /> <br /> The campaign, created by indie Philadelphia- based agency Red Tettemer + Partners, illustrates the ripple effect of buying or selling a home, and the way that single purchase benefits other businesses, other families, and more.<br /> <br /> Where? ABC and Beyond!<br /> <br /> This year’s ad campaign has left cable behind, and taken the leap to broadcast network ABC. Spots will air in Los Angeles, San Francisco, and San Diego over a 12-week period from April 1st to June 23rd and will be shown during a variety of programs throughout the day and evening, including ABC’s awardwinning show “Modern Family.” <br /> <br /> Staging Tips <br /> <br /> What better way to feature staging tips for open houses than via the muchloved rooms of some of America’s favorite families? In addition to running commercials during “Modern Family,” on-air and within online viewing via the full ABC episode, ABC will custom produce real estate staging tips inspired by famous TV rooms, including digital ads and a custom microsite housing additional tips content.<br /> <br /> Ask a REALTOR® Web Chats <br /> <br /> This year, we’re asking consumers to not just watch and listen, but to participate. We want them to actively engage in the campaign. Between April and June, three web chats will engage viewers in a dialogue with experts surrounding key topics for home buyers and sellers. Digital ads will encourage submission of questions in advance and drive traffic to the chats. It’s sure to be a lively discussion! For more details on speakers and dates, visit championsofhome.com.<br /> <br /> Radio Domination<br /> <br /> C.A.R.’s new “Ripple Effect” radio commercials are currently running on Clear Channel radio stations. Clear Channel Media and Entertainment, the leading media company in America with greater reach than any radio or television outlet, operates 850 stations across 150 markets, and has access to top-rated stations throughout the state of California.<br /> <br /> Our ads will dominate evening drive time from 2:30 to 6:30 on Fridays for 16 weeks in California’s four major markets. The effort will deliver 22.7 million targeted message exposures.<br /> <br /> Champions of Home Website <br /> <br /> A key component of the consumer campaign is the Championsofhome. Com microsite. This consumer-focused website offers home buyers and sellers tips and tools and emphasizes the importance of using a REALTOR®.<br /> <br /> Display Ads <br /> <br /> Ads will appear on REALTOR.com, trulia.com, Zillow.com, latimes.com, sacbee.com, sfgate.com, and utsandiego.Com. Placement on these sites has been selected to maximize exposure and capitalize on past success. The ads will run on these sites April 1 through June 2.<br /> <br /> Social Media Bonanza <br /> <br /> In this new campaign, social media is being used to engage consumers and create a surround-sound experience that encourages sharing messaging tied to using a REALTOR®.<br /> <br /> To that end, C.A.R. has partnered with the Clever Girls Network, an organization offering social marketing through its 7,500 digital influencers. Clever Girls Network creates authentic, user-generated content for brands by tapping into its network of social influencers to amplify a brand’s message. C.A.R. has the opportunity to access their broad reach of 124.6 million monthly impressions.<br /> <br /> C.A.R. will be tapping this network from a variety of angles: blogger outreach and engagement; a Pinterest contest; an Instagram contest; and more.<br /> <br /> The Goal <br /> <br /> As always, the ad campaign’s primary goal is to create awareness and demonstrate the many benefits of the consumer-REALTOR® relationship. It’s a ripple effect that begins with a REALTOR®.